5 steps to creating a useful media contacts list

Gathering media contacts by pulling a list from a database isn’t where the work ends, it’s where it begins. Follow these steps to fine-tune it into a powerful resource.

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In the PR business, it’s all about whom you know. Like most PR pros, you probably have a modern day Rolodex (a spreadsheet) of your strongest contacts—the reporters, bloggers and influencers you’ve been working with for years.

Layered on top of that is a list of folks you’ve probably pitched many times, maybe interacted with a little, but they aren’t the ones who will pick up the phone when you call.

After that are the rest—the tens of thousands of influencers you’ve never met, but should forge a connection with for that new client, new story or new role.

With so many moving parts and so many reporters, bloggers, analysts and other influencers to reach, building a killer contact list for every campaign can be a full-time job in and of itself.

Thank goodness for interns, right? Get real.

The interns don’t know that Ronnie Reporter hates email subject lines and will do anything for a cronut. They don’t know that you and Betsy Blogger bonded over dirty martinis in ’04.

No, you can’t leave this job to the intern. What is a PR pro to do when it comes time to build a media list?

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